Today, access to and conservation of water resources have become critical issues for policymakers, and their importance in urban resource management has increasingly grown. In this regard, water demand management, with a focus on guiding consumer behavior toward sustainable consumption patterns, is considered a key strategy. The success of this approach depends on the voluntary adoption of water conservation behaviors and requires an understanding of the factors influencing consumers’ intentions and behaviors. Given the importance of environmental psychology in explaining human behavior, this study examines the factors affecting household water conservation behaviors using Protection Motivation Theory. Data were collected through a survey conducted among citizens of Isfahan (n=343) and analyzed using structural equation modeling (SmartPLS). The results showed that the theory explained 52.7% of the variance in intentions toward water conservation behaviors. Moreover, self-efficacy and response efficacy had significant positive effects on intention, while response cost had a significant negative effect. In contrast, perceived severity and perceived vulnerability did not have significant effects on intention. Finally, based on the findings, recommendations were provided for designing and implementing effective policies to promote urban water conservation behaviors.